In an embodiment, a method is performed by a middleware computing platform and includes maintaining an active user pool that includes a plurality of servicing users. The method also includes exposing an on-demand service-request interface to a plurality of user-to-user service platforms. The method further includes receiving, via the on-demand service-request interface, a service request from a particular platform of the plurality of user-to-user service platforms. In addition, the method includes automatically selecting a servicing user from the active user pool based, at least in part, on real-time availability of the plurality of servicing users and information included in the service request. Furthermore, the method includes assigning the servicing user to the service request. The method also includes transmitting, to the servicing user, a uniform resource locator to the particular platform. In addition, the method includes transmitting, to the particular platform, a message identifying the servicing user.